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Brand stretch : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout/

Taylor, David, 1964-

Brand stretch : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout/ Brandstretch by David Taylor. - Chichester, England ; Hoboken, NJ : J. Wiley, c2004. - ix, 162 p. ; ill. : 24 cm.

Includes bibliographical references (p. [151]-153) and index.

ISBN: 0470862114 (cloth : alk. paper)

LCCN: 2003-025486

Subjects--Topical Terms:
Brand name products--Management.
Brand name products--Marketing.
Brand name products--Valuation--Management.
Product management.

LC Class. No.: HD69.B7 / T393 2004

Dewey Class. No.: 658.8/27

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Brand stretch : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout/

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